Sunshine Cafe

Sunshine Cafe, a chain of coffee houses, conducted market research and found that college students would be an excellent audience for its product and services. To this end, Sun-shine Cafe has contacted your public relations firm and asked you to develop a comprehensive plan that does two things: ( 1) creates brand awareness among college students and ( 2) increases walk- in business at their local stores in college towns. Using the eight- point planning outline described in this chapter, write a public relations program for Sunshine Cafe. You should consider a variety of communication tools, including campus events. (Situation, objective, audience, strategy, tactics, calendar, budget and evaluation) No money has been allocated for advertising.

SUNSHINE CAFE

Sunshine cafe wants to target their product and services to college students. To have a better idea how to achieve that goal, we developed a program plan which is going to be executing as we describe below.

OBJECTIVES

The campaign has three core objectives:

* To generate substantial consume of products in Sun-shine Cafe from students, in order to support sales: positioning it as the best in the market.

* To generate interest and support for Sun-shine Cafe among all students attending college.

* To strengthen Sun-shine Café position as the brand leader in pleasing all the college students with variety of products and services.

KEY MESSAGES

Campaign messages have been developed in line with business objectives.

* Sun-shine Cafe will provide major advantages for college students:

* Free WIFI (High speed)

* Free use of Laptops

* Four Small Meeting rooms

* Rewards card

* Competitive prices

* Varity of products

* Free coffee and pastries on the birthday

* Printers

* On Midterms and Finals extended hours

STRATEGIC APPROACH AND TIMESCALE

The 12-month campaign has the following elements:

* Pre-launch activity,...